As the New Media Marketing Specialist, Ben Johnson looks after the marketing and business development activities for Logoinn, a design company based in Leicester, UK. He’s been working as their Marketing Manager for two years, and with his more than five years experience in the industry, he has gained a good understanding of the logo design process and the different types of business logos.
Ben kindly took the time to answer my questions about the benefits of a logo for a small home business.
Does someone who runs a home business marketing other people’s products (direct sales consultants or affiliate marketers, for example) need their own logo?
In contemporary times, branding is fundamental whether you run a large organization or home based business. You need to differentiate yourself from your competitors. For that reason, you will most likely need to have a brand identity, and of course, a logo plays a vital role in creating a unique brand identity.
Moreover, a business logo makes you recognizable for customers. People instantly recognize all about your business when they see your logo on any type of marketing collateral.
How soon should a new business start using a logo?
How can a new business choose a logo when the business focus or type of products being marketed might change several times in the beginning? Or when they market many different types of products?
What are some design considerations to keep in mind for a first logo?
What are some tips for choosing a design company?
- How long a design company is in the business
- Have a look at previous projects completed by the company
- Go for the most reasonable price
- Consider available customer support
- Check the policy on revision
- Understand the money back guarantee criteria
And in closing, Ben added:
Logoinn was founded to provide cost-effective premium quality graphical solutions to small and medium enterprises. Our dedication to excellent customer service is the foundation of our every client engagement and it sets us apart in our industry. When you need design services, you will find no better partner than Logo Inn.
As a compliment I would like to offer your readers a 15% discount on any service ordered at http://www.logoinn.com. All you need to do is enter this code “MKT-01” (without the quotes) in the promotion code section while placing an order.
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June 17th, 2009 at 10:11 AM
Ben, thanks again for your insights into the importance of a logo for a small business. I completely agree that branding and uniqueness are essential for any business.
But I do disagree slightly with you on a couple of points. First, I think direct sales consultants can probably start their businesses without their own logo. Many consultants begin marketing under their own name and much of their initial marketing material will be provided by the company (and likely include the company logo). Once they begin to define an area of expertise I think they can then begin developing their own brand and logo.
And secondly, in your tips for choosing a company you state, “Go for the most reasonable price.” I would just add “all other considerations being equal.” While budget is of course always a consideration, I don’t think it’s wise to make price a primary consideration.
June 18th, 2009 at 7:17 AM
Thanks Linda
You have a very good knowledge for sure about “direct sales consultant”. I just tried to give a general idea for small businesses. And you are right, once they begin to define an area of expertise, they can begin developing their own logo for branding. After all, when it comes to your “own”, you will need a logo.
I also agree with you on a price matter, but a small business owner can’t spend thousands of dollars on creating a logo. On the other hand, logo cannot be developed again and again as it a business identity, therefore, a business owner should spend “reasonable” amount once in 5 or 10 years. Here I mean of reasonable “neither too much nor too less”, but affordable with a return in quality logo design.
June 18th, 2009 at 1:23 PM
Very good article, Ben. I agree with Linda that a business should be well defined before a Logo design, but agree with you that the earlier that you can do it the better. I still think that one of my best decisions was an early logo design, website name and catch phrase of “move your numbers onward and upward” with theResponsiveCPA.com
I had came from the regional CPA firm of BKD who did a article in their newsletter when they changed their name and complicated logo to a simple and bold one. I learned a lot from the new managing partner on the topic and remembered it when I started on my own.
Sheldon Harding
June 23rd, 2009 at 2:31 PM
I think any company, no matter what the size is, should look into having a logo even it if is very simple. People need a way to associating your business with that logo.
July 1st, 2009 at 2:37 PM
Image is a huge thing when in business and your logo says a lot about your company. Therefore even small business can benefit greatly from a professional logo. Thanks for the info, it’s great stuff!